Let's talk about sex: audience research of Flemish teenage television viewers and their view on sexuality

Abstract

Teenage sexual identity is shaped within a complex cultural landscape in which the issue of protecting the ‘innocent’ (children/teens) from sexually suggestive images is high on the public agenda. Intimate relationships and sexuality have entered the public domain and are presented on the screen, offering audiences possible roles to play in reality. Trepidation of teenagers being ‘corrupted’ by sexualised media has urged many scholars to investigate this issue. However, sexualised, mediatised representations can also empower and emancipate teens who are often savvy, active and critical media consumers. We aim to study how young audiences (aged 14–19) in Flanders consume fictional sexual scripts, and how these scripts can help in the development and articulation of sexual identity. A qualitative approach was taken using 57 teenagers divided into eight, in-depth focus groups. Sexual norms and values, as well as the sexual double standard and sexual scripts were discussed. Talking about and watching televised sex has become less of a taboo among teens, but this does not imply their permissiveness is unlimited. Traditional norms and values regarding relationships and sexuality are still highly valued, and although most respondents are tolerant towards casual sex by others, they distance themselves from such behaviour.

Keywords:

• young people/teenagers
• gender
• sexuality
• identity
• television-viewing
• audience research

Notes

1. Only a few studies (e.g. Peter and Valkenburg 2010) have found a causal relation between the use of sexually explicit Internet material and less progressive gender role attitudes among young people.

2. Noteworthy, in this context is the emergence of girls (media) studies, which focus on (gender) scripts embedded in media texts, produced by (teenage) girls. For a good overview of this research field, see Kearney (2006, 2011).

3. Hall's model has often been criticised; however, Hall (1994) stressed that this framework is a starting point, a proposal for new approaches, and thus not an accomplished fact.

4. The sexual double standard prevails when ‘sexual norms, attitudes and behaviours vary greatly by gender. (…) Young women are expected to be sexually attractive, but not too sexually active or assertive. (…) Male sexuality is seen as natural, urgent and relentless’ (Ward 2002, p. 3). This results in young men's sexual activity being tolerated, encouraged and even rewarded, whereas young women's sexual behaviour is restricted and evaluated negatively (Aubrey 2004).

5. Flanders is located in the northern Dutch-speaking region of Belgium and has 6.2 million inhabitants (58% of the Belgian population). Education is compulsory from the ages of 6 to 18, and Flanders scores high in international comparative studies on education. In 2009–2010, 288,300 youngsters (14–18 years old) were enrolled in some form of secondary education (Flemish department of foreign affairs n.d., Onderwijsstatistieken. Statistisch jaarboek 2009–2010 n.d.).

6. The first clip from One Tree Hill (S01E12) was viewed at the beginning of the focus group to introduce the topic of sexually suggestive images on TV. In this two-minute clip, two main characters end up kissing in a motel room. In the end, their intense kiss and make-out session is interrupted when Peyton's hair gets caught in the necklace Lucas got from his girlfriend Brooke. The second clip, viewed in the middle of the focus group, showed a sequence from Gossip Girl (S01E01) to stimulate discussion about sexual norms and values. In this clip, the male character, Chuck, attempts to get Jenny drunk in order to sleep with her.

7. The total word count of all focus group transcriptions is 92,695.

8. K3 is a Flemish girl band made up of three adult women whose songs are aimed at young children. However, some of their lyrics can be interpreted differently, in a more mature, sexually suggestive way.

9. Sexcetera is an American television programme, which aired on the Belgian commercial television channel Kanaal 2 (now: 2BE). 100 Hete Vragen is a local Flemish production and was programmed on the same commercial television channel, Kanaal 2.

10. Age and maturity might play a role for these participants, as may the presence of older peers.